ERIC Number: ED308762
Record Type: Non-Journal
Publication Date: 1989-May
Reference Count: N/A
Marketing Research at Regional Campuses. AIR 1989 Annual Forum Paper.
Vines, Robert F.; Moden, Gary O.
The marketing tools and techniques of the main campus of Ohio University, Athens, were used to carry out an admission marketing research project to aid its five two-year regional campuses. A survey instrument was sent to 897 admitted applicants for fall 1988 in mid-August, with a followup in early September. Response rate was 41%. The survey attempted to measure differences in student perceptions concerning the primary competitors of the five regional campuses. Results are presented for responses rated as very positive for: location and setting, financial aid, distance of the campus from home, extracurricular activities, varsity athletic program, campus size, academic reputation, cost, relative or alumni who attended, academic program/major, admissions correspondence, campus visit, talk with admissions representative, talk with faculty, high school counselor, high school teacher, friends' opinion, and media reports. Results included the following: (1) 68% of those attending and those not attending rated location and setting as very positive; (2) cost had a 54% very positive rating among attenders; and (3) 37% of those attending rated academic program/major as very positive. Contains 5 references. (KM)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A